Interview exclusive - FrontRowPro meets X-presion Creativos
In this exclusive interview with Jorge, we dive deep into the mind of the brilliant artist behind X-Presion Creativos to unravel the "how, what, where, and why" of their awe-inspiring creative process. From the inception of an idea to its manifestation in the form of breathtaking hairstyles, we uncover the secrets and insights that fuel their imaginative journey.
Throughout our conversation, we explore the very essence of creativity itself. How do these visionary artists draw inspiration from the world around them? What drives their unwavering commitment to pushing boundaries and challenging conventions? Where do they find the courage to experiment fearlessly and embrace the unknown? And why is their unique creative process so vital in an industry constantly thirsting for innovation?
So, if you've ever wondered what lies beneath the surface of groundbreaking creativity or sought to understand the minds of those who redefine the artistic landscape, this interview is a must-read.
X-presion - Jorge Cáncer, Marco Antonio Restrepo, and José Luis
Tell us about your name. What does it mean?
It is a wordplay with two meanings. "X-presion" is a combination of "pressure" and the need to express. The pressure we felt before starting the company that pushed us to embark on our own path and the need to express ourselves.
Who are the team?
Originally, we started with three partners: Jorge Cáncer, Marco Antonio Restrepo, and José Luis Almendral. Over the years, the team has transformed, and new members have joined, such as Kasper Thomas, who runs the business in Scandinavia as X-presion Nordic, and Rocío Regodesebes.
What inspired you to pursue a career in hair artistry, and how has your passion evolved over time?
My inspiration to start in hairdressing came from my mother, who, although not a hairdresser, always had a passion for it and encouraged me to pursue it. Over the years, every time I pick up scissors or a comb and work on a model, I realize how much I love being a hairdresser. It is like meditation for me.
How do you balance creativity with practicality when working with hair, and what strategies do you use when developing new techniques?
The technique we use is to forget about Instagram and social media, retreat to the mountains, and seek inspiration within ourselves. I believe it is the only way to create something truly authentic and unique.
Can you share a project or collaboration that challenged you creatively, and how did you overcome it?
One of the most challenging projects recently was when Eugenio Recuenco, one of the best photographers I have ever worked with, called us to recreate images generated with artificial intelligence and bring them to the real world. This world of combining technology with the craftsmanship of being a hairdresser is something that fascinates me.
How do you prioritize sustainability and ethical practices in your work, if you do, and what steps are you taking to make your studio and work more eco-friendly?
Sustainability has always been a concern for us. In fact, in 2011, we started a project called "Bosque Positivo" (Positive Forest) aimed at reforesting areas affected by wildfires in Spain. We plant trees with every X-presion comb sold. It is a way for us to use our work to contribute to a better world, and we believe it does not cost anything.
How long have you been together as a collaborative team, and how do you foster a positive and inclusive work environment for all artists? What strategies do you use to support the team's personal growth and development, ensuring all parties feel included in the final looks?
The secret is to set aside ego. Working with individuals with a big ego makes me uncomfortable. Everyone who works with X-presion needs to forget about themselves as individuals and start thinking that success comes from the collective ideas of the X-presion team. Those who do not understand this cannot be part of it.
How do you cultivate a collaborative and supportive work environment for your team, and what strategies do you use to help them grow and develop their skills independently?
The strategy is to enhance the best in each individual, allowing them to be themselves and accepting the help of other team members, as the aim is to reach a higher level of creativity, which is X-presion. We always say that one person proposes an idea, another transforms it, and the third destroys it, and what remains is X-presion.
Can you share a personal philosophy or mantra that guides your approach to hair artistry, and how do you apply it in your work?
Our mantra is "express, create, and share," and that is what we have dedicated the past 18 years too.
In your opinion, how does hair artistry differ from other art forms and what unique challenges does it present?
The main difference is that we express ourselves through people, and that changes everything and makes our work influence the way people feel. I do not think there is a more beautiful profession.
What trends do you see emerging in hair colour, and how are you adapting to stay ahead of the curve?
To be honest, I do not really care about trends. We are a research and development laboratory for new techniques and ideas for hair. Eventually, some of them have become trends, especially on social media, but that is never the premise for creating something. In 2005, we created our first collection called X-kizoo, where we started researching the creation of horizontal colours. That was the beginning of everything, and nowadays we have Pixel, Trompe L’oeil color, Disruptive color, and lately the APOH collection.
We are proud to inspire other hairdressers and explore colour in ways that were not done before.
What inspired you to introduce such complex hair color techniques, and how has your passion for colour influenced your approach to your craft?
The truth is that in our imagination, the techniques may seem more complicated than they are. In each of these techniques, there are more hours of thinking than executing them. When it comes to creating these techniques, our goal has always been to generate texture and volume, to create colours that transform with movement, and to generate new concepts and stories that excite hairdressers around the world. It’s pride for us, from our studio in Lavapiés, Madrid, to see how these ideas reach places as remote as Australia, Japan, the United States, and England, for example.
How do you collaborate with other artists or stylists to create unique and innovative hairstyles, and what strategies do you use to ensure a cohesive vision?
Collaborating with other artists or stylists can be a challenge. When working with external teams, I try to approach it with a lot of respect, allowing each person involved in the collaboration to work and express themselves, so that the final result is the sum of both teams' strengths.
Can you share a project or event where you worked as a team to push the boundaries of collaboration, and what were the results?
One of the recent collaborations has been with Suma Cruz, a spectacular jewellery brand. From that collaboration, the idea of creating a line of hair jewellery has emerged, which we will be launching soon. Apart from that, the APOH collection, which we worked on with our colleague Antoinette Beenders, has been a huge success. We designed the colours based on a Japanese designer, and it has been a real blast.
How do you balance your individual creative expression with the needs and desires of others?
This is an interesting question. When collaborating, it must be carefully considered with whom you collaborate because it can turn out well, very well, or very badly. It is important to have mutual admiration and a lot of respect, where no one thinks they are better than anyone else.
Collaborating with Livefashion LiveFashion is more than a collaboration, they are family. They make your ideas come to life, making the work easier and bringing their best, whether it is photos, videos, or production. Their greatest assets, without a doubt, are their human capital and professionalism.
How did this collaboration come about?
The story goes way back, as Orlando and X-presion started together in many projects, and we feel like family. We have experienced some of the most beautiful moments on stage in Tenerife, and we believed it was the perfect time to capture that in a commemorative image campaign, showing the world what we can produce together.
What did you enjoy most about this collaboration?
The best part was shooting in incredible locations in Lanzarote, a true luxury, with the best resources and the collaboration of the best people. For this shoot, we had Leandro Cano, who was celebrating his tenth anniversary, and Carol Gamarra, who put together some absolutely stunning outfits.
Would you encourage other artists to get involved with Livefashion? What was your favourite takeaway from this collaboration?
Without a doubt.
The location looked incredible, where did the shoot take place?
The incredible locations are in Lanzarote, Spain.
Was it easy to work on set? What were the challenges?
No, the locations are amazing, but the wind is not the best friend of hair. Thanks to the entire production team, we were able to make it possible.
What inspired you to incorporate film and animation into your hair styling projects, and how do you continue to innovate in this area?
The truth is that they are all my passions: creating stories around hair and finding innovative ways to tell them. Thanks to working with Gumidafe on the video and Vishal on the photos, we have obtained incredible content.
How do you incorporate innovative technologies and techniques into your work, and what steps are you taking to keep evolving and developing in the hair industry?
I am a lover of modern technologies. In fact, I am conducting this interview with AI, speaking to the computer, and then translating it into English with ChatGPT. But when it comes to hair, my passion is to create new communicative languages with clients, whether they are hairdressers or brands. That is why I proposed to the team to turn these videos into NFTs, and for the first time, the entry to a hair event like LiveFashion will be an X-presion NFT.
Will we see you working with AI soon? Do you like what AI has to offer creative industries?
I am fascinated by AI almost as much as it horrifies me. It is truly incredible, but at the same time, it questions how useful we will be as humans. To be honest, I have had a collection that I have not released for months because of that very reason. However, something I have noticed is that since the beginning of X-presion, we have created aesthetic imaginaries that remind me of avatars and characters I see today. This has made me think a lot about the possibilities, and right now, although I cannot disclose details, there is a spectacular project that combines our work with technologies.
How has exposure to global audiences through social media impacted your artistry, and what new opportunities has it presented for you?
Social media has been a fundamental part of what X-presion is today. 18 years ago, we did not have the means to build a website, so we started with Myspace, and then came Facebook, Instagram, and so on. Thanks to these platforms, techniques like #xpresionPíxel became a viral phenomenon on Instagram. As a result, there are videos with millions of views, such as Super Mario, Pikachu, or Disruptive Color. That is why social media has been crucial for us.
How do you utilize social media platforms to connect with your followers, and what strategies do you use to create engaging content that highlights your team's unique style and vision?
Sometimes it is challenging because what resonates the most with hairdressers, I believe, is showing them how things are done. However, sometimes we generate content with expensive productions that have less engagement. That is why, for me, the key is a mix of casual content with visually powerful productions like Lava Silueta.
Can you talk about a time when you had to adapt your styling techniques or approach to accommodate a diverse cultural aesthetic, and how did you navigate that challenge as a global team?
I do not think there is anything more correct than treating each individual with respect, regardless of their race, gender, or religion. We create hair art, not politics, and we do not advocate for any agenda. Everything we do is based on respect, love for hairdressing, and our colleagues.
How do you ensure consistent standards of quality and creativity across various locations, and what training or development programs do you offer to help your team members grow and evolve as artists? If we wanted to discover the X-presion way, where can we find the information to book onto courses with the team?
Our education method is called "creative education," where we do not aim to teach anything, but rather accompany and awaken the creativity within you. To achieve this, we provide ideas and technical proposals that serve as a springboard. It is like opening pandora’s box and finding everything that is inside your brain.
Currently, we are renovating our website to offer new services such as one-on-one seminars. We have recently welcomed people from Asia and Latin America, and our intention is to open branches of "hackers," which is the name of our community of hairdressers who follow us in various parts of the world. The easiest way to contact us is currently through Instagram or via our email address here
Is it important to you all to stay connected to the real world when constantly immersing yourselves in such creative projects? If so, what do you do in your downtime?
Since COVID, it has made me realize a reality that was not what I expected from the real world. So, if anything, my purpose in life to continue delivering an honest and truthful message.
Can you share a vision or goal for your global hair team, and how do you plan to achieve it in the coming years?
Our vision is to continue bringing excitement to the world of hairdressing, and that requires a total transformation of what X-presion is today, from within.
What are your top three favourite hairstyles or looks they have created.
The most iconic ones have been Píxel, X-presion thread, and the Edges
What inspires the team in the digital art world, such as certain artists, styles, or techniques. Additionally, how do they stay up to date with the latest trends and innovations in the field, and how do they incorporate those elements into their work?
The way to stay informed about everything that is happening is to invest at least 10% of your time in other interests. In my case, I study a lot about blockchain and new ways of starting businesses. That is where the future of the projects I am thinking about will come from.
It would be interesting to hear about any challenges you have faced in the industry, and how you have overcome them to continue creating amazing art.
The main challenge has been running a company like this. Without a salon, being independent from brands... At first, nobody thought it was possible, and 18 years later, here we are. Nobody said it would be easy, but I believe that determination and believing in something make a difference. Now, nothing scares me, and whether it is as X-presion or anything else.
Do you see yourselves as visionaries, artists, hairdressers, or a combination of all three? How do you balance creativity and practicality when creating the hair looks, and how do you incorporate your personal style and vision into each project? It would be interesting to hear about any specific experiences or moments that have shaped your approach to creating hair art.
I see myself as someone who enjoys their work. I incorporate a bit of everything you mentioned and some more, but at the end of the day, it is about investing your time in something that truly excites you.
Creating what we create requires dedication in many different aspects.
Do you have any specific advice or tips you would give to other creatives who are struggling to find their own voice and style in their work?
Be true to yourself, authentic. Have good relationships with your colleagues. Give the universe your best version. Manage your time well. Bring value. Analyze well to whom and what you dedicate your energy. And work, work, work.
Thank you, Jorge, for generously sharing your time, invaluable advice, and giving us the opportunity to dive into the captivating world of X-presion creativos. Your expertise has truly inspired us, and we are eager to witness the extraordinary endeavors that lie ahead for you. Moreover, we eagerly anticipate the chance to further our journey by joining you in your studio, where we can continue to explore the boundless depths of the creative process together. The future holds endless possibilities, and we can't wait to embark on this exciting adventure alongside you!
Follow X-presion here
Lava Silhouettes is our new fashion story published on @sickymag and shot by @therealvbd
Production @liveproductionstudio @xpresioncreativos @flywusstudios
Creative & Film Director @gumidafegutier
Photography @therealvbd
Art Direction & Styling @carolgamarrastylist
Technical Direction @flywusstudios
DOP @flywus
Camera Operator @by.jordymichael
Drone Operator J.Goya
Edited & Color film Michael Velez & @flywus
Photo Retouching @laqueretoca
Model @klaugago
Hair @xpresioncreativos
Fashion @leandrocano
Makeup @yelyicon
Styling Assistant @rubendlima
Music Pangal Gana
Production manager @orlandoicon
Production Assistant @mikiiconcanarias
Special Thanks @fattyglassy
@palomabarcelo @rositafernandez_gloves